Wuhan's time-honored pastries are emerging: Yangtze River cherry blossom cakes become the new favorite of "national trend souvenirs"

Wuhan's time-honored pastries are emerging: Yangtze River cherry blossom cakes become the new favorite of "national trend souvenirs"

In recent years, the national trend has swept the whole country, and many traditional time-honored brands have successfully "come out of the circle" through innovative design and marketing. Recently, Wuhan’s century-old brandYangtze RiverLaunchedSakura CakeIt has become a hot topic on social platforms, not only on the hot search list of Douyin and Weibo, but also called the "national trend souvenir ceiling" by netizens. Data shows that the online sales of the product in the past 10 days increased by 320% month-on-month, becoming another "hot product" of Wuhan cultural and tourism after Huanghelou Cultural and Creative Ice Creation.

1. Hot data of the entire network: Sakura cakes become phenomenal single products

2. Analysis of the reason for the popularity: the perfect combination of tradition and innovation

1.Product design breakthrough: Yangtze River breaks through the traditional pastry shape, integrates the cherry blossom elements of Wuhan University into the cake body, and introduces a three-dimensional petal shape with pink and white gradient color. The filling uses Hubei special lotus paste + cherry nectar brew, and the packaging uses a reusable enamel gift box.

2.Precise marketing strategy: The brand jointly launched the topic of #Bring Wuhan Spring Home# with the Wuhan Municipal Bureau of Culture and Tourism, inviting hundreds of KOLs to check in under the cherry blossom trees of Wuhan University, and simultaneously launched the "Sakura Cake + Yellow Crane Tower Joint Gift Box".

3.Supply Chain Upgrade: It is revealed that the brand has invested 2 million yuan to transform the production line, achieving a standardized production capacity of 30,000 pieces per day, ensuring simultaneous supply of online and offline.

3. Industry impact: benchmark cases of transformation of time-honored brands

Data from the China Food Industry Association shows that the online sales of the traditional pastry industry increased by 47% year-on-year in the first quarter of 2024, of which"National Trend Innovation Products"The contribution rate reached 63%. The transformation path of Yangtze River has typical reference value:

•Cultural empowerment: Deeply bind Wuhan urban IP to transform regional culture into product added value

•Scene recreation: Upgraded from daily snacks to "travel memory carrier", the premium space increased by 40%

•Digital operations: Realize online communication through Douyin's local life sector - offline check-in - closed loop of e-commerce conversion

4. Consumer feedback: Appearance and strength coexist

Faced with the upcoming May Day holiday, the general manager of Yangzijiang Food said that the emergency plan has been launched and 10 temporary sales points are expected to be added to Wuhan Tianhe Airport and high-speed rail station. Industry insiders predict that this cherry blossom cake is expected to drive the annual revenue of Wuhan's time-honored pastry industry to grow by more than 15%, becoming another city food business card after Zhou Hei Ya.

This case of "old trees bloom new flowers" proves that as long as you find the needs of young consumer groups, traditional brands can fully utilize the east wind of cultural confidence to rejuvenate in the new era.